Industry:
Publishers
Service company
Financieel Dagblad
Size of customer base
100.000+ subscribers
Key products/services offered
Churn risk prediction, CLV (customer lifetime value) analysis, A/B testing via a reinforcement learning engine, and AI-driven next best action recommendations in real time.
Introduction
Het Financieel Dagblad recognized the need to enhance customer engagement and reduce churn, particularly among newly acquired clients (tenure < 7 months). Despite growth, the company wanted a clearer understanding of its customers’ behaviors to ensure targeted, data-driven interventions.
Challenges faced: High churn for new subscribers, limited insights into “next best action” for retention, and a desire to automate one-to-many customer retention strategies.
Impact on business: Without data-driven insights, FD risked losing new subscribers and missing opportunities for operational cost savings via automated engagement.
Missing capabilities: A robust AI engine to predict churn risk, inform next best actions, and provide scalable, personalized retention flows.
Problem statement
FD chose Churned for its AI-powered predictive and prescriptive tools, enabling the identification of high-risk customers and recommending targeted interventions.
Reason for choosing Churned: The B2C AI predictive engine and next best action capabilities addressed both the need for churn reduction and enhanced customer engagement.
Key features: Churn risk prediction, CLV (customer lifetime value) analysis, A/B testing via a reinforcement learning engine, and AI-driven next best action recommendations in real time.
Our strategy
Churned integrated directly into FD data environment, providing real-time churn and CLV predictions, as well as next best action recommendations.
Usage in business:
B2C model integration: Churned’s predictive engine helped FD understand which new clients were at risk, along with root causes of churn.
A/B testing & reinforcement learning: Deployed to test variations of customer engagement strategies, measuring effectiveness and adjusting automatically.
AI-driven next best action: A prescriptive engine provided continuous, adaptive guidance, ensuring agile responses to evolving subscriber behavior.
Results and Success Metric
By leveraging Churned’s platform, FD achieved notable improvements:
Churn reduction of 10-15% compared to control groups, fueled by accurate next best action recommendations.
Scalable, automated flows enabling one-to-many personalized outreach and cost-effective retention.
Enhanced customer engagement by focusing on data-driven personalization, ensuring the engagement rate target (over 60%) was within reach.
Improved decision-making for business executives via transparent AI-driven insights and guidance.
The Future with Churned
FD plans to continue refining its automated retention strategies through advanced segmentation, further A/B testing, and iterative model improvements.
Key takeaways
Advice to others: Invest in predictive analytics and automated engagement strategies early to prevent churn from spiking among new subscribers.
Overall experience: FD values Churned’s robust AI capabilities, streamlined integration, and real-time insights that empower more strategic, cost-effective retention efforts.
Results
Signifcant Churn reduction achieved
Scalable, automated retention workflows
Enhanced engagement with AI-driven personalization
